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Non-Tech : Enamelon (ENML) - Does anyone follow this? -- Ignore unavailable to you. Want to Upgrade?

To: Mel Spivak who wrote (756)	1/14/1999 2:31:00 PM
From: Q.	Respond to of 863

Mel, re. <<What hurried consumer looks for, or cares about ADA approval? >> My wife, for one. I'm perfectly content using my tube of Enamelon, but she won't touch it because it doesn't have the ADA seal on it. What's more important is this: if the product does what the company thinks it does (recalcify teeth with better efficacy than ordinary fluoride toothpaste) it would be a tremendous marketing advantage to be able to make that claim. However, they are not permitted to make such a claim now, until clinical trials are done and they get regulatory approval, which will take an indeterminate amount of time. My point is that Fox blundered badly by getting the cart before the horse. If he had waited till the approvals were all in hand, his marketing dollars would have gone a lot farther. As it is, he's burning huge amounts of cash to sell a limited amount of product, and that can't go on forever.